Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of:
a public relations strategy
Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?
vanity and egotism
An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of appeal is this ad using?
Kraft’s marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts. These activities are all activities associated with:
Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the home owner needs such a product, it should use _____ advertising.
The Highway Transportation Agency once used ads showing real automobile accidents in which real people were killed in hopes of getting more drivers to use their seat belts. What kind of advertising appeal were these ads using?
Ads on shopping carts at grocery stores and in video games are examples of:
Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore, _____would be a major consideration when a supermarket selects an advertising vehicle.
Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the recipient’s home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using _____ advertising to promote its fruit bouquets.
Ads for the Nutrisystem weight-loss system feature celebrities, like football great Dan Marino, showing how they lost weight on the program. This is an example of a _____ executional style for advertising.
spokesperson / testimonial
UPS uses its “Whiteboard” campaign to show how the company can help a growing business with its problems. UPS is using a(n):
unique selling proposition
The U.S. Army created a video game called America’s Army to boost its recruiting efforts. The game is an example of:
Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with a _____ media schedule.
An article in BusinessWeek about the reengineered Honda CRV is an example of:
Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising.
Which of the following statements about comparative advertising is true?
comparative advertising is highly regulated and is illegal in certain countries
A print ad for Real Simple magazine shows a group of women sitting on a sofa talking and laughing. Which executional style is being used in this ad?
A Wall Street Journal headline is “Best Buy Wins iPhone Lineup. This article represents _____ for Best Buy and Apple, Inc.
Advertising response function
A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
Informal advertising designed to enhancing companies image rather than promote a particular product
A form of advertising that touts the benefits of a specific good or service
Informed advertising in which an organization expresses its views or controversial issues or response to media attacks
A form of advertising designed to stimulate primary demand for new product or product category
If for advertising designed to influence demand for specific brand
A formal advertising that compares 2 or more specifically named or shown competing brands on one or more specific attributes
A series of related advertisements focusing on a common theme, slogan, and set advertising appeals
A specific communication task at a campaign should accomplish for a specified target audience during a specified period
A reason for person to byproduct
Unique selling proposition
Desirable, exclusive, and believable advertising appeals selected as a Theme for a campaign
non personal advertising, institutional advertising, and product advertising.
Design mainly to promote goods and services is crossfire into 3 main categories. Pioneering competitive and comparative.
The challenges convey a message to a target market.
A series of decisions advertisers make regarding the selection of use media, allowing the marketer to optimally and cost-effectively communicate the message to the large target audience.
An arrangement in which the manufacturer and retailer split the cost of advertising the manufacturer's brand.
A 30 min. or longer advertisement that looks more like a television talk show they sell storage
All placing advertising messages and web-based or video games to advertise or promote a product, service, organization, or issue
The combination of media to be used for promotional campaign
Cost per contact
Cost of reaching one member of the target market
The number of target consumers exposed to a commercial at least once during a specific., Usually 4 weeks.
The ability o
Designation of the media, Pacific publications or programs, and the insertion dates of advertising
continuous media schedule
A media schedule strategy in which advertising is run steadily throughout the advertising.; Use for products in the later stages of the product lifecycle
Flighted media schedule
a media scheduling strategy which ads are heavily every month or every 2 weeks to achieve a greater impact and increase frequency and reach at those times
Seasonal media schedule
A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used.
Pulsing media schedule
A media scheduling strategy uses continuous scheduling throughout the year coupled with a flighted scheduled, the best sales periods
A public relations strategy that involves getting a product, service, or company name 2. Movie, television show, radio program, magazine, newspaper, you gain, video or audio clip, book, or courtroom for other product; on the Internet; or at special events.
Calculation shouted in which a company spends money to support initiative, cause, or event that is consistent with the corporate objectives, such as improving brand awareness for enhancing corporate image
Cause related marketing
A type of sponsorship involving the Association of a for-profit company and nonprofit organization; to the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit.
A coordinate effort to handle all effects of unfavorable publicity or another unexpected Unfavorable event. It's
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